Adobe Introduces Update To Improve Search Advertising
Adobe has announced the introduction of Adobe Advertising Cloud Search with easy-to-use workflows, unique data access and artificial intelligence (AI).
Part of Adobe Experience Cloud, the offering is designed to save advertisers time and increase ROI.
Adobe Advertising Cloud Search is simplifying the process for using audience targeting in search marketing.
The advancements are the first in the industry to couple audiences from a leading marketing technology stack, Adobe Experience Cloud, with AI and machine learning to drive higher returns for advertisers.
Adobe Sensei, the company’s AI and machine learning framework, is at the centre of driving these new capabilities.
With granular engagement metrics from Adobe Analytics as well as audiences from Adobe Audience Manager and Adobe Campaign readily available, Adobe Advertising Cloud Search leverages Adobe Campaign KPI Optimisation to inform bid prioritisation, simulations and forecasting decisions.
Adobe Advertising Cloud Search also features a new UI, built from the ground up to ensure ease of use and make workflows more efficient and effective.
Updates include an array of new bulk-edit features, including the ability to copy and paste directly from the UI into Excel, and vice versa, with changes reflected immediately.
Advertisers can also quickly search, navigate and organise complex campaigns for faster management. Finally, customised reporting filters and columns help to simplify complex data to speed up decision-making.
In optimising campaigns, Adobe Sensei scans for discrepancies between modelled and actual performance, automatically adjusting keyword bids multiple times per day to maximise returns.
Adobe Advertising Cloud Search delivers this optimisation with the highest level of transparency of any search platform.
Advertisers have complete visibility into forecast models and their accuracy, with reports available at any time for advertisers to drill into click, cost and revenue models.
Justin Merickel, vice president at Adobe Advertising Cloud, said: “The next generation of search advertising will be powered by better data, sophisticated data science and greater transparency.
“Adobe Advertising Cloud Search is delivering on that promise and amplifying what humans can do through greater automation.”
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